Steamy, Sizzling Goodness!

In the bustling streets of London, Yum Bun stands out as a pioneer in street food innovation. The London-based branding agency How&How reshaped Yum’s identity with precision and creativity.

How&How’s brand concept was ‘Bounce and Rise’, captures Yum Bun’s bouncy baos, playful energy, and their culture of setting new standards. They used beautifully our typeface Faro which enhances the playful visual identity. The refreshed logo draws inspiration from Japanese Hanko stamps, incorporating a sunrise aperture to reflect Yum Bun’s fusion of Japanese craftsmanship and the warm, optimistic feeling of a satisfied belly.

The signature brand bao takes on the role of a full-fledged fluffy companion. How&How also developed typographic formats to evoke the different sights and sounds of the kitchen, such as ‘Steamy’, ‘Sizzling’, and ‘Goodness’, alongside a colour palette inspired by the warmth and hues of sunrises. Their compelling messaging highlighted Yum Bun’s unique blend of comfort and innovation, attracting a wider audience and substantially enhancing brand perception.